Email has become so ingrained into our daily routine, that we check it without realising it. In 2020, an average of 293.6 BILLION emails are sent a day. The average ROP for every $1 spent on Email Marketing is $42.
The average open rate for a welcome email is 82%. Emails with personalised subject lines generate 50% higher open rates. Sending three abandoned cart emails results in 69% more orders than 1 single email.
Videos added to your emails increase click through rates by 300%. 49% of consumers would like to receive promotional emails from their favourite brands.
These are emails that typical have an exchange of vital information the customer needs such as…
These are typically sent from the customer service team.
While vital, these emails are often overlooked — a great transactional email can seriously boost customer relationships .
These emails typical include some type of marketing/promotional material, with the goal of…
Having a set schedule to send promotional emails is important, but they shouldn’t be sent everyday, or it will exhaust your email list and make your brand feel scammy.
These emails typical include some type of valuable content, with the goal of…
You can use metrics like click through rate and email opens to determine if your customers are gaining value from your content.
These campaigns welcome your new subscribers and manage their expectations.
Tips:
Be Timely: send immediately after sign up.
Have a Clear Subject Line: this avoids confusion for your new subscribers.
Personalise the Greeting: use auto-fill resources to include their name! Again, this makes them feel welcomed, and improve open rates.
Give a Next Step: show them some content or tell them what to do next. You want to get them to start taking actions.
Provide Social Media Links: this helps indoctrinate them by giving more content and more ways to connect.
These campaigns drive sales and trials for your marketing team and/or leases for your sales team.
Tips:
Be Personal: write from first person, encourage replies, and sound like a human.
Tell A Story: people engage more with stories.
Use a Strong Call-to-action (CTA): tell people exactly what to do, and make it easy to navigate (CTA buttons are great for this).
Be Mobile Friendly: this is absolutely essential.
Link Your Images: people want to interact with emails, so this makes it that much easier for them to navigate to your site.
These campaigns drive people to logical upsells and/or incentivise early subscription updates.
Tips:
Make Sure It’s Logical: don’t give someone an upsell the doesn’t apply to them.
Speak To The Benefit: talk about how this upsell will help customers achieve their goals.
These campaigns drive people to “raise their hand” and show an interest in specialised offers.
Segmentation Ideas:
Demographics: Information like age, gender, company position, income level, etc.
Quiz Results: create a quiz or survey getting to know your customers interests and segment based off the results.
Email Engagement: segment by active vs. inactive. This is important for email deliverability.
Geographic Areas: send time-based emails, regional advertisements, and locally-timed webinars.
Past Purchases: recommend based on prior purchases.
Amount Spent: recommend products in a similar price range as past purchase amounts.
These campaigns strive toxin over less active customers and attempt to encourage them to interact more frequently.
Why Reengagement Matters:
1. Never run into two Monetisation Campaigns at the same time.
This exhausts your lists and turns your brand into a seam account. Leave space between your monetisation campaigns to avoid people unsubscribing or loosing interest in your business.
2. The best days to host webinars are on Tuesdays, Wednesdays, and Thursdays.
This is because most people reserve the bandwidth for the middle of the week. Monday is usually reserved for getting the week setup and Friday is for winding down the week.
3. The best time to close a sale is on a Wednesday or Thursday.
This is also coordinated with sales teams are the busiest during the week.
4. Schedule the emails in your campaign to go out Monday-Thursday at 9am.
This is when general email engagement is the highest. It’s the beginning of the work day for most people and when they are most active on their email accounts. But don’t forget to allocate for different time zones.
5. Split your email list into two segments: Engaged and Unengaged (no purchase in the past 30 days).
Take the best performing emails from your engaged list and send them to your unengaged list. This gives your less interested audience your top content and increases the chances that they become engaged.
6. Make sure your email marketing campaigns are aligned with your company’s promo calendar.
This ensures that your brand is consistent across channels, keeping your products and services top-of-mind for your customer.
Open Rate is an email marketing metrics that measures the percentage rate at which emails are opened.
Click rates can be used to gauge how well your keywords and ads, and free listings, are performing.
Click to Open Rate (CTOR) is the percentage of people who open and email campaign and also click on a link within that campaign.
An unsubscribe rate is the number of unsubscribes divided by the number of emails delivered.
A spam complaint rate is the number of people who reported email as spam out of the total number of messages you have sent.
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